As part of our annual student design awards, second year BA (Hons) fashion design students at the University of Derby, have been challenged to design a sample collection of four garments for the over 50s female; one each for nightwear, eveningwear, daywear and travel wear as part of their mandatory portfolio project for their degree.

Following feedback from a focus group held with David Nieper’s target market group, including ladies in their 50s, 60s and 70s, students designers have certainly got a challenge ahead. This is a very discerning, fashion conscious market that love to dress-up and won’t compromise on quality.

The over 50s female accounts for over forty-per cent of the UK fashion market, spending in the region of £7 billion on fashion and accessories every year. Yet, this is a group that in general feels over-looked by the fashion industry.

When asked about their pet hates when it comes to buying clothes, the majority of the focus group mentioned sleeve lengths, seams and skimping on fabric as problems areas with high-street fashion. Poor design and lack of imagination were also associated with styles for the more mature woman, which were described as frumpy and boring.

Students have been asked to consider colour palette, fabric choice, silhouette and cutting designs to fit different body shapes. They also need to demonstrate technical understanding and the ability to produce designs that can be manufactured easily and cost effectively.

We wish them all the very best of luck rising to the challenge, and look forward to the award ceremony in June.